Results and case studies

The winners of the PRide Awards North West 2014 were revealed on Wednesday 19 November 2014 at The Midland, Manchester. To view photographs from the night, please visit the CIPR North West Facebook page.

Note: All case studies are in PDF format and open in a new window.

Corporate and Business Communications Campaign

Gold winner

  • Havas PR UK
    Banking on the Berg Report

    Havas PR UK were offered a difficult challenge - to help Berg stand apart from competition in the SME banking space. This was a strong research and evidence based campaign and one which established a Top 5 authority rank for the issue of SME banking and a Top 4 Twitter authority for interest rate swap mis-selling. The firm achieved increase in business 15 times the cost of the campaign. Havas PR UK demonstrated that it is a PR consultancy embedded in making a real business difference - cutting through the 'fluffy' perceptions of the PR industry. A very worthy winner.

    Case study

Silver winner

  • Freshfield and Lancashire County Council
    Boost Business Lancashire - Start the Growth Conversation

Finalists

  • First TransPennine Express (FTPE)
    Transpennine Plus - the introduction of 90,000 extra seats a week
  • Manchester Airports Group (MAG)
    MAG announces Airport City Joint Venture (JV) Partners
  • Smoking Gun PR
    Liar, Liar, Your Bed's On Fire
  • Weber Shandwick
    Putting the M(anchester) in MBA

Not-for-Profit Campaign

Gold winner

  • Alder Hey Children's Charity
    The Land of Remarkable People

    The communications team was tasked with delivering a low budget PR campaign, alongside a wider fundraising strategy. The strategy developed was both engaging and emotive and delivered on all of the objectives set. The results achieved were outstanding when measured against the small campaign budget. Despite the small budget allocated, it was pleasing to see how much time had been invested in measuring the effectiveness of this campaign, providing invaluable feedback that will inform future campaigns.

    Case study

Silver winner

  • Brazen
    Michael Jackson Moves to Manchester

Finalists

  • BJL
    A regional adoption campaign for Yorkshire and Humber
  • Limetree PR
    Entering 'The Pitch' Film Competition
  • Tobacco Free Futures
    Tobacco Free Futures smoking in cars carrying children awareness campaign
  • Weber Shandwick Manchester
    Shining a Light on Llŷn

Internal Communications Campaign

Gold winner

  • Great Places Housing Group
    Ensuring engagement in challenging times

    In response to their governance standard rating being downgraded, the Great Places Housing Group developed a communications strategy to manage and deliver this difficult message to all of its internal and external stakeholders, to encourage engagement on the issue and to demonstrate how the Group planned to regain its rating. The campaign demonstrated a clear strategy and a robust set of tactics, which resulted in positive results and the achievement of the objectives set. This campaign shows that an honest, open approach to communicating a difficult message builds trust with key stakeholders.

    Case study

Community Relations Campaign

Gold winner

  • Weber Shandwick
    Surf Snowdonia: Bringing the Olympics to north Wales

    Demonstrating how thoughtful and well-planned community engagement can play a role in the wider communications strategy, this was a strong campaign from the Weber Shandwick team. The return on investment was one of the most impressive factors with this entry, with in-depth community engagement being another strong aspect of the outcomes to the Surf Snowdonia initiative.

    Case study

Silver winner

  • Environment Agency
    Your community, your scheme

Finalists

  • BJL
    Jacamo model search - finding a brand new man
  • Democracy
    WeBuyAnyCar.com - GO 20
  • Electricity North West
    Special diverters to save thousands of migrating birds
  • Judge and Howard & United Utilities
    Ice Wise Baby

Public Sector Campaign

Gold winner

  • Peppermint Soda
    Let's Adopt

    Peppermint Soda took a highly emotive issue and developed it into a compelling campaign of activity. They demonstrated the importance of working in collaboration with both client and target audiences at preplanning stage. The results were not only impressive in terms of awareness levels but what stood out was the real boost it gave to the adoption initiative and the council.

    Case study

Silver winner

  • Freshfield and Lancashire County Council
    Boost Business Lancashire - Start the Growth Conversation

Finalists

  • BJL
    A regional adoption campaign for Yorkshire and Humber
  • Cumbria County Council
    You could be my someone - Adoption
  • Peppermint Soda
    Launching Adopt North West

Low Budget Campaign

Gold winner

  • Manc Frank
    Cake Angels: The Baking of Adam

    Manc Frank were tasked with overcoming the low brand awareness of a Banbury based baking decoration business. The campaign achieved national broadcasts, 1000% increase in press enquiries, and the business was approached by multiple TV companies interested in the story including TV companies overseas. It also led to potential openings for business with Harrods and a considerable increase in market share of the baking decoration market. Cake Angels is now established as a front runner in baking innovation. On a modest budget, brilliant results were achieved and this highly innovative campaign will stick in the judges' memories.

    Case study

Silver winner

  • Peppermint Soda
    The Minimum Wage Dress

Finalists

  • Alder Hey Children's Charity
    The Land of Remarkable People
  • Electricity North West
    Power operator puts apprentices in the spotlight
  • JAMpr
    Our Tellys Bigger Than Your Telly
  • Peppermint Soda
    Putting Venture in the frame

Healthcare Campaign

Gold winner

  • Alder Hey Children's NHS Foundation Trust
    Inspired by Children

    This campaign showed a positive, integrated digital and social media approach to demonstrate how Alder Hey is working to improve the health of children through research, innovation and clinical research. With a small budget, there was a heavy lean on media relations, generating meaningful media partnerships and pursuing news and feature coverage. A considerable amount of support from celebrities, television and documentaries resulted in a high profile not just in the North West but nationally. A worthy Gold winner.

    Case study

Silver winner

  • Judge and Howard
    Internet pharmacy: a safe pair of hands

Finalists

  • Democracy
    Love Your Liver
  • Greater Manchester Commissioning Support Unit and Stockport Clinical Commissioning Group
    Increasing awareness of hypertension across Stockport

Consumer Relations Campaign

Gold winner

  • Peppermint Soda
    The Minimum Wage Dress

    Lovely innovative idea and a well-written entry demonstrating an excellent campaign. The judges were especially impressed with the thoughtful timing of the campaign and how it has created not just a news hook but an idea the client will be able to return to.

    Case study

Silver winner

  • Smoking Gun PR
    Silentnight - the UK's leading Sleep Expert

Finalists

  • Brazen
    La Pizzeria Ristorante
  • JAMpr
    Transforming Consumer Relations
  • Manc Frank
    The launch of Weetabix On The Go Breakfast Drinks
  • Pelican Communications & BFFF
    Making Cookery Cool

Best Use of Media Relations

Gold winner

  • Brazen PR
    Pilgrims Choice serves a Cheesy Christmas

    In a highly competitive category, it was Pilgrims Choice and the Brazen team that showed a simple, highly creative idea executed well can still deliver high-profile media coverage that targets the right audiences at the right time whilst being incredibly cost effective for the client.

    Case study

Silver winner

  • Peppermint Soda
    The Minimum Wage Dress

Finalists

  • Alder Hey Children's Charity
    The Land of Remarkable People
  • BJL
    A regional adoption campaign for Yorkshire and Humber
  • JAMpr
    Transforming Media Relations
  • Peppermint Soda
    Launching Adopt North West

Integrated Campaign

Gold winner

  • Everton Football Club
    We are Evertonians. We go the game. That's what we do

    This campaign demonstrated a great cross channel, integrated approach, with innovative use of video, print, digital and face to face engagement. The campaign resulted in a sales increase of 19% on the previous year, a revenue increase of 17% and a 70% increase of year on year growth of web traffic to the season ticket microsite during the campaign's duration. An extremely cost effective campaign that over delivered on targets and objectives - an excellent achievement.

    Case study

Silver winner

  • Freshfield and Lancashire County Council
    Boost Business Lancashire - Start the Growth Conversation

Finalists

  • Brazen
    Brazen Releases the Foamburst Genies
  • Citypress
    Tackling Britain's Messy Desks
  • Democracy
    Knowsley Safari - 'If They're Gone...'
  • Peppermint Soda
    Launching Adopt North West

Best Use of Social Media

Gold winner

  • Democracy
    We Buy Any Toy Car

    This campaign epitomises how PR practitioners can and should use social media to both manage an issue and create positive sentiment. Key to its success was the speed with which Democracy implemented a smart, sassy and fun response to an online hoax letter which could have potentially been very damaging to We Buy Any Car.com. Just as important was the good, playful humour and tone of voice used to convert the online community's criticism into compliments. Democracy is to be congratulated for its swift response coupled with real depth of engagement with consumers, journalists and social media influencers.

    Case study

Silver winner

  • Manchester Airports Group (MAG)
    @MANAirport Reaches 100,000 Followers

Finalists

  • JAMpr
    National Feel Good Day
  • Rule 5
    #TeaWithMiranda
  • Weber Shandwick Manchester
    Aldi's 'Jean's Speech for Christmas'
  • Weber Shandwick Manchester
    Baked With Love

Best Technology Campaign

Gold winner

  • RMS PR
    Putting VUE Technology in the Driving Seat

    VUE Technology wanted to be positioned as a road safety advisory partner as opposed to just a product supplier to the commercial vehicles sector. RMS PR responded with a strong and tightly targeted campaign with really clear objectives and a sound strategy which delivered the brief fully. Positive outcomes included a successful media relations campaign which utilised VUE's own technology to great effect, being trialled by journalists and providing digital content, the client's involvement with the Parliamentary Advisory Council for Transport Safety, and the creation of a training division of VUE which represents a new revenue stream for the business. A solid, thorough and well executed campaign.

    Case study

Silver winner

  • Democracy
    cartridgesave.co.uk - 3D Print Cup

Finalist

  • Context
    Curing Weak WiFi with devolo

Best External Publication

Gold winner

  • The Regenda Group
    Our Journey - Regenda Residents Annual Report 2013

    The Regenda team thoroughly researched their audience's requirements, while also understanding the need to keep them reading through some rather 'dry' and extensive information. The clever 'journey' theme delivered clarity and engaging, attractive design, while the focus on residents' own experiences lent authenticity and resonance. Overwhelmingly positive feedback has been gathered since publication and the team is to be congratulated for an excellent publication.

    Case study

Silver winner

  • Great Places Housing Group
    My Great Place

Finalist

  • Brazen
    40 Years in the Making

Best Internal Publication

Gold winner

  • AMEC
    The Beacon

    This is an attractive and reader driven in-house magazine which also doubles as a sales and client relationship tool. Integration with social media and the intranet is effective and serves to increase opportunities to see for the articles. Reader feedback is largely positive and improving. Overall, this is a really useful tool that fits within a wider employee engagement programme.

    Case study

Silver winner

  • United Utilities
    One+

Finalist

  • Smith & Smith PR
    One Element

Best Use of Digital

Gold winner

  • Pelican Communications & BFFF
    Making Cookery Cool

    Pelican Communications was tasked with delivering a consumer campaign to normalise frozen food as part of everyday cooking, and in turn boost visitors to the British Frozen Food Federation website. Using target audience online habits, redesigning the website and content, and creating engaging social media content led to an impressive rise in unique visitors to the website and social media community growth that far exceeded previous years' figures. A strong use of a variety of digital tactics and switching content and SEO focus attracted new and engaged audiences and successfully achieved the client's objectives.

    Case study

Silver winner

  • Smoking Gun PR
    Silentnight Sleep Clinic

Finalists

  • Brazen
    Brazen gets Under the Influence with Magnet
  • Brazen
    Releasing the Foamburst Genies
  • Manchester Airports Group (MAG)
    Ducati Comes To Terminal One
  • Weber Shandwick
    IFA Shops – a one-stop-shop for financial advisers

Best Event

Gold winner

  • Smoking Gun PR
    Manchester Tunnel to Barbados

    To promote Virgin Holidays' direct route from Manchester to Barbados, Smoking Gun created an illusory 'tunnel to Barbados' by a 3D graphic artist, in Spinningfields, endorsed by soapstar Michelle Keegan. This campaign was right on brand for Virgin and for their demographic target with the choice of celebrity. Public interaction ensured social sharing and having Virgin staff on site ensured strong sales leads which, alongside excellent media reach and messaging, made for very impressive ROI.

    Case study

Silver winner

  • Democracy
    Handepay's Cashless Street

Finalists

  • HatTrick PR
    Apprentice of the Year
  • Manchester Airports Group (MAG)
    Manchester Airport's 75th Anniversary

Issues or Crisis Management

Gold winner

  • Judge and Howard & United Utilities
    Aquanauts: mission critical

    A very well planned and executed campaign on a difficult and sensitive topic. They thought through what could go wrong and then put appropriate steps in place to mitigate each one. Although this was an issues management campaign, the creative elements were none the less impressive. A deserved winner.

    Case study

Silver winner

  • Democracy
    We Buy Any Toy Car

Finalist

  • Pelican Communications & BMRA
    Galvanising the industry for the Scrap Metal Dealers' Act

Best Use of Photography or Design

Gold winner

  • Smoking Gun PR
    Manchester Tunnel to Barbados

    To promote Virgin Holidays' direct route from Manchester to Barbados, Smoking Gun created an illusory 'tunnel to Barbados' by a 3D graphic artist, in Spinningfields, endorsed by soapstar Michelle Keegan. This campaign centred entirely on design and photography used to create online and offline media interest, clear messaging, consumer engagement and social sharing, all of which maximised the reach of the campaign and perfectly reflected the brand. More than just a stunt – brilliant.

    Case study

Silver winner

  • Weber Shandwick Manchester
    Turning the World's Largest Trampoline Into Artwork

Finalists

  • BJL
    2014 Colour Influencers
  • BJL
    Striking a pose for Jacamo

Outstanding Freelance Practitioner

Gold winner

  • Hilary Berg MCIPR
    Hilary Berg Consulting

    Hilary Berg is worthy winner. Her focus on client satisfaction, business and social outcomes is both refreshing and effective. Hilary's clients clearly both trust and respect her and value the strong contribution she makes to their business, all of which is positive not only for her own business but for the wider PR profession. Her passion and commitment to continuing professional development is also to be commended.

    Case study

Outstanding Young Communicator

Gold winner

  • Matt Dunn
    Alder Hey Children's Charity

    The judges were impressed by Matt's passion and enthusiasm for Alder Hey and his role within it. He consistently pushes boundaries with new ideas and concepts, including pioneering the use of digital tactics within the organization, producing engaging content across a variety of channels. Matt's commitment to overcoming cultural barriers was also commended by the judges, who recognised his efforts to develop best-practice guides for his colleagues and his determination to prove the value of PR to other stakeholders within the NHS. Matt's work has clearly helped Alder Hey achieve its fundraising targets and create an ever-increasing audience with which to share its stories. His achievements are to be applauded and the judges believe he is a worthy winner of this award.

    Case study

Finalists

  • Joe Murgatroyd
    Brazen PR
  • Lucy Oates
    RMS PR
  • Nicole Kenny MCIPR
    Electricity North West
  • Rachel Ferguson
    Pelican Communications
  • Tracy Calvert MCIPR
    Story Homes

Outstanding Small Consultancy

Gold winner

  • Label PR

    Label PR is a fantastic consultancy that demonstrates an impressive creative flair. They're incredible at what they do - resourceful, strategic, ambitious and highly motivated. With examples of pitching to win new business and analysis of objectives, along with their strong client focus and ability to engage the consumer, they are a clear standout. Label has a great work environment with a strong focus on staff development and engagement. This is definitely an agency to watch.

    Case study

Silver winner

  • HatTrick PR

Finalists

  • Avant PR
  • JAMpr
  • Refresh PR
  • Skout PR

Outstanding In-House Public Relations Team

Gold winner

  • Electricity North West

    A really well rounded team delivering innovative approaches to employee satisfaction and media engagement. They make use of all the channels available to them and help raise the profile of a company that otherwise might be forgotten about.

    Case study

Silver winner

  • Alder Hey Children's NHS Foundation Trust

Finalists

  • Great Places Housing Group
  • M&S Bank
  • Manchester Airports Group (MAG)
  • United Utilities

Outstanding Public Relations Consultancy

Gold winner

  • de Winter PR

    de Winter PR has seen a steady increase of turnover and has put significant investment into growing the business and establishing a standalone brand specifically targeted to the retail sector. The consultancy has further expanded it service offering to include content marketing - a solid strategy. An excellent campaign example demonstrates the consultancy's ability to influence behavioural change with impressive survey results from their key audience. de Winter's entry also includes a highly impressive client endorsement, citing the consultancy's integrity, can do attitude, knowledge, understanding and relationship management. A very worthy winner.

    Case study

Silver winner

  • Brazen

Finalists

  • Citypress
  • Pelican Communications
  • RMS PR
  • Rule5

Best Use of Research, Planning, Measurement and Evaluation

Winner

  • Everton Football Club
    We are Evertonians. We go the game. That's what we do

    A simple and precise objective was set and, through the use of effective research and a vast amount of wider measurement, the entry was brought to life. The judges were impressed with the use of audience segmentation to send targeted communications, as well as the high amount of output measurements collected which did not distract from the outcomes of the objective.

    Case study